Charmin Toilet Paper

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History

Time Flies When You're on a Roll

Charmin® has been helping people Enjoy the Go for decades. See how the story unfolds, from past to present.

1920s

1928 — Charmin was manufactured by the Hoberg Paper Company in Green Bay, Wisconsin. The design was described as "charming" by an employee, and the Charmin brand name was born (pronounced "shar-min"). The Charmin name and logo were officially registered by Hoberg Paper. Charmin was designed to look like feminine fashions of the day.

1953 — A new baby graphic was added to the packaging to symbolize the gentle softness and quality of Charmin. The "Charmin Baby" was born and took its place along with the "Charmin Lady" on the packaging.

1950 — Hoberg changed its name to Charmin Paper Company and continued to produce bath tissue, paper napkins, and other paper products.

1960s

1964 — The Mr. Whipple (aka "George the Grocer") character was created to promote the "squeezable softness" of Charmin. Mr. Whipple appeared for more than 20 years in Charmin television, radio, and print advertising.

Charmin became the first one-ply bath tissue to add perfume.

1970s

1978 — Mr. Whipple was named the third-best-known American—just behind former President Nixon and Billy Graham.

"Please don't squeeze the Charmin!" was named by R.H. Bruskin Associates as the most recognizable advertising slogan among those tested—being identified by eight out of 10 people.

1973 — P&G patented a new manufacturing technique that produced softer Charmin. The new paper was softer, while the strength remained the same.

1970 — Charmin television commercials featured former Knots Landing star Joan Van Ark and Charlotte Rae from the sitcom The Facts of Life.

1980s

1985 — Actor Dick Wilson, who portrayed Mr. Whipple for more than 20 years and appeared in more than 500 commercials, hung up his grocer's apron.

1990s

1999 — In June 1999, in what was its biggest upgrade in 10 years, P&G introduced new Charmin, making it the most absorbent regular bath tissue in the U.S., while maintaining its renowned softness.

After a 14-year hiatus, actor Dick Wilson returned to star as Mr. Whipple in new television commercials to introduce the Charmin upgrade.

1998 — Charmin celebrated its 70th birthday.

2000s

2007 — November 19, 2007 — Charmin said a final farewell to Dick Wilson, 91, who portrayed the lovable Mr. Whipple in Charmin advertising from 1964 to 1985.

Charmin introduced a new product, Charmin Ultra Strong, and the slogan "Rediscover Charmin. Choose the one that's best for you." The "Call of Nature" bear campaign featured a red bear for Charmin Ultra Strong and a blue bear for Charmin Ultra Soft.

2006 — Charmin unveiled the first-ever fully staffed, deluxe public restrooms in New York City's Times Square for the holiday season. The Charmin restrooms offer accessible, family-friendly facilities in high-traffic areas during the busiest time of the year. The restrooms received more than 330,000 people from all over the world.

2001 — Charmin introduced the adorable Cubs as part of its animated commercial series.

Regular Charmin became even softer. The new, improved Charmin was so much softer, you could feel the difference.

2000 — A new animated advertising campaign was launched, called “Call of Nature,” featuring a bear in the woods experiencing Charmin's comfortable feeling.

P&G presented Dick Wilson (Mr. Whipple) with a lifetime achievement award at a reception with his family and friends.

2010s

*Winners are chosen using consumer appeal and repurchase intent measures proprietary to BrandSpark International. Winners are based on the highest numerical scores, and not necessarily on statistical significance. For more information visitwww.BestNewProductAwards.biz.